7 Services to Look for in a Direct Mail Company
Did you know that 76% of consumers trust direct mail and will discuss it with others when it comes from a brand they know?
Direct mail is still an effective way to reach customers and can be part of an integrated marketing campaign.
But, you need to ensure the company you choose provides all of the necessary services to be successful. Keep reading below to learn about seven services you should be looking for in a direct mail company.
1. Transparent Pricing & Helpful Customer Support
Are you trying to find the right direct mail marketing company? It takes time. First and foremost, you want to become familiar with a company's values and business philosophy.
They should offer straightforward and transparent pricing structures. Your marketing decisions are being made based on the potential return on investment. Therefore, you need to know exactly what a campaign will cost and see several pricing options.
Besides getting the best price for any budget, both national and local direct mail companies should also offer a dedicated customer service representative. It's their job to navigate clients through the process and answer any questions.
2. A Direct Mail Company With Variable Data Printing
If you're new to direct mail marketing, you may have never heard about variable data printing. It allows printers to change out text, images, or barcodes on individual printed units based on information from a file like a mailing list.
For example, variable data printing can print individual customer names on postcards or swap out imagery on an advertisement to reflect what a specific customer is interested in.
This technique is a great way to personalize printed materials and ensure they reflect what a specific target audience is looking for. Variable data printing is currently valued at $16.8 billion in the United States and is expected to grow 15% per year over this decade. It remains popular despite the increased use of digital marketing.
3. Omnichannel Marketing Strategies For Direct Mail
Speaking of digital marketing, your company can combine it with your direct mail efforts to attract more customers than ever before.
There are pros and cons to both types of marketing, but the key to success is to coordinate your efforts into an integrated or omnichannel marketing strategy.
Creating a digital overlay is one way to do this. Your direct mail company can assist you in developing a targeted customer database and matching it to people's online cookies, social media accounts, email addresses, and other digital data.
If done correctly it means customers will see the same messaging across many different channels at the same time. As marketers, we all know it takes multiple touchpoints to convert a prospect.
4. Direct Mail Marketing Automation
Automation has become popular in both the traditional and digital marketing spaces. It can save you time by taking repetitive tasks off your plate.
With marketing automation, you can schedule emails, social media posts, or printed materials like letters to be sent to customers. Or, you can program these messages to be sent out when a specific action is performed by the customer. Either way, it saves time, shows your customers you care, and will increase your conversion rate.
Local direct mail companies can help you to set automated coupons to be sent out to customers who haven't purchased in a while, thank you notes for being engaged, or appointment reminders if your company is service-based.
5. Discounts on Large Volume Direct Mail Orders
Basic economics tells us that the more of something you have, the cheaper it should be. That's why so many companies make bulk orders.
The same goes for mail. A good direct mail marketing company should help you get discounts or lower your price per unit. Printing costs can be discounted if your order is bigger. This is because the printers can figure out how to maximize efficiency during the runs.
The United States Post Service (USPS) is still one of the best options for direct mail. Through a practice called commingling, direct mail can be sorted ahead of time and mixed with other mail. This will also save you money. That’s why working with a mail presorting vendor is beneficial due to the fact that they offer even higher discounts to their customers because they partner with the USPS and do a lot of the work for them.
6. The Best Direct Mail Companies Offer Multiple Print Options
Direct mail marketing companies need to stay up-to-date with technology. They should offer all of the most popular printing techniques for clients to choose from. And they should be able to offer variable data printing and automation.
Today's clients have the option of choosing between digital or offset printing:
- Professional Ink-Jet
- Wide Format
- Label Printers
Different printers work better with different types of projects. For example, web offset can save you money on larger orders because the costs drop the more you print.
Digital printers, on the other hand, are better for shorter runs, variable data printing and pieces where you want specialized colors.
7. Eco-Friendly Solutions For Direct Mail
What better way to show your company is going green than selecting an eco-friendly direct mail service? The idea of printing thousands of paper items may seem wasteful or troublesome for the environment, but it doesn't have to be that way.
Companies can select a paper that is recyclable and even biodegradable. Some companies are even using seed papers that can be planted into the ground.
Toxic ink or ink that won't strip off easily during the recycling process can hurt the environment. Ask a direct mail company if they use ink that is water-based, soy-based, or agri-based.
While there aren't any viable alternatives for adhesives, you can plan to limit the amount being used in your mailing campaigns. If you want to go green with your direct mail, the best thing to do is have a conversation with a company and find out what they can do to help you.
Ready to Use Direct Mail?
We hope that reading this blog has helped you understand the many services available from a direct mail company. You'll want to ensure that the company you're choosing offers all of these services.
Contact us if you're planning to send out direct mailers. You can enter all of your specifications and we'll provide you with a free quote.